Both the advertising industry and academia have been paying more and more attention to the growth and potential of the luxury market. In East Asian countries, the market’s annual growth rate for 2006 was nearly 18%, nearly doubling the global growth rate for 2005. Despite the increasing...

Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and features of branded entertainment, and how various play themes were incorporated in branded entertainment in the...